An Assessment of Advertisements for Controversial Products in Lebanon

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dc.contributor.author Farah, Maya F.
dc.contributor.author El Samad, Lamis
dc.date.accessioned 2016-05-31T11:52:47Z
dc.date.available 2016-05-31T11:52:47Z
dc.date.copyright 2015 en_US
dc.identifier.issn 1534-7311 en_US
dc.identifier.uri http://hdl.handle.net/10725/3913
dc.description.abstract Gender plays a significant role in the way consumers behave; it also considerably affects the way they perceive and evaluate advertisements for controversial products. This paper examines the way that male and female Lebanese consumers perceive the advertisements for each of the following controversial product groups: (a) sex and gender products, (b) social and political products, (c) addictive products, and lastly, (d) health- and care-related products. Data was collected through a phone survey administered to a random stratified sample drawn from the Lebanese population based on geographical conglomerates. The survey involved 527 Lebanese consumers, with a fair representation of gender, education levels, and age groups. A principal component analysis allowed the grouping of 17 controversial products into four groups. Statistical results show that gender plays a major role in shaping customers’ perception of advertisements for controversial products, with female respondents showing significantly greater levels of offense with regards to the advertising for sex- and gender-related products, social and political products, and addictive products when compared to their male counterparts. Results also indicate that both male and female customers find the advertising of health- and care-related products not to be offensive. The findings of this study provide advertisers with a deeper understanding of the influence of a customer’s gender on the perception of controversial products and their advertisements, hence facilitating the adequate choice of advertising messages and strategies. en_US
dc.language.iso en en_US
dc.title An Assessment of Advertisements for Controversial Products in Lebanon en_US
dc.type Article en_US
dc.description.version Published en_US
dc.title.subtitle The Influence of Gender en_US
dc.author.school SOB en_US
dc.author.idnumber 199705300 en_US
dc.author.department Department of Hospitality Management and Marketing (HMKT) en_US
dc.description.embargo N/A en_US
dc.relation.journal Advertising & Society Review en_US
dc.journal.volume 16 en_US
dc.journal.issue 2 en_US
dc.keywords Gender en_US
dc.keywords Controversial products en_US
dc.keywords Advertisement en_US
dc.keywords Consumer perception en_US
dc.keywords Lebanon en_US
dc.identifier.doi https://doi.org/10.1353/asr.2015.0012
dc.identifier.ctation Farah, M. F., & El Samad, L. (2015). An Assessment of Advertisements for Controversial Products in Lebanon: The Influence of Gender. Advertising & Society Review, 16(2). en_US
dc.author.email MFarah@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url http://muse.jhu.edu/article/586202 en_US
dc.orcid.id https://orcid.org/0000-0002-6251-4096

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